5 Ways to Humanize Your Fundraising Emails (and Why That’s Important)

The average officer worker now receives 121 emails a day. And your inbox, and mine, will only get more crowded in the coming years (it seems) making the need for your emails to stand out and get opened important. But that’s just the first step, what are you going to say, and how are you going to say it, if they do open?

Well, based on our research of 218 email experiments related to email messaging, here’s what you need to do:

Write your email like it is to a real person, from a real person.

It sounds simple, and at one level it is, but it’s a crucially important fundraising idea that can grow your online fundraising. For example, here’s an experiment from our research library where the control email was pretty good, informative, and used facts and figures to make their case to the reader:

Not bad right?

But for the treatment, they wanted to ‘close the distance’ between the sender and reader by making the copy, tone, and voice, in particular, more personal. More human.

Do you see the differences? They are pretty small but the end result here was that the one that was more personal, increased donations 328%. And revenue? It increased 716.3%!

Being more personal is the high level idea that you should be infusing all the elements of your email with because it speaks to donors — you, me, humans — the way we connect with people. The concept that we treat digital experiences as if they are with real people is called social presence and it’s the social presence that separates those two emails from one another and it’s using social presence that can help you engage donors and separate your emails from those 120 other emails people receive each day.

We created a free online training course on email fundraising optimization that covers all you need to know but in this post let’s simply look at how you can improve them by fostering a 1-1 communication style through these 5 components of an email body:

  • Design and Format
  • Salutation
  • Body Copy
  • Call-to-Action
  • Tone/Voice

1. Design and Format

Stripping down the design and branding of an email appeal is one of the first experiments we run with clients, one of the easiest things you can test in your next appeal, and one of the most consistent ‘wins’ we see in our library.

If you don’t believe me, check out experiment #4174. The control was their usual email:

Pretty standard email with the logo, image header, copy making the case, big call-to-action button, personal signoff, and a PS.

This isn’t a ‘bad email’ – according to best practices you’ll find online and from other organizations – and in many ways a pretty good one but the intent of this email is pretty clear and quite early. It’s a marketing email.

So we wondered what would happen if we took out the branding and even the template itself to create a more personal feel using the same copy and call-to-action button to make it feel less templated and designed and here was the result:

The stripped down email increased clicks to the donation page by 80.3% and because of that led to more donations.

But could we simplify and strip down even further? Let’s test it! Here was that new ‘winning’ email (now the control):

And this time for the experiment, we wanted to get even simpler and clearer with the ask so moved the logo/branding down to the signature block and took away the big button and replaced it with a hyperlink and ended up with this:

In this case, the more personalized email increased donations 145.5%!

Looking for more evidence? Check out experiment #5824. Or #7524. Or #7466. Or #6429. Or #483. Or… I think you get the point. Our experiments show time and time again that for fundraising emails less design is better.

Why? Because real people don’t send emails with logos, beautiful header images, and well crafted footers. Think about what design elements you’d have in a personal email to a friend or family member and try to mimic that.

Do you use a header image? A logo at the top? A button in it? A signature? If you wouldn’t send it to a friend, take it out of your design and test it.

Key Tip: Choose an email design that mimics what you would send to a friend.

2. Salutation

This is one of the first things people see and it’s also often taken for granted. “Easy” things like using the person’s name can do wonders for email engagement.

Here’s an experiment with the National Breast Cancer Foundation where we had no first name vs. with first name:

The email with the first name increased clicks 270%.

When real people send emails to real people they use their name!

Hopefully that truly is an “easy” one for you (and you shouldn’t have to test that one) but you can also make your salutation more relevant to the receiver with internal factors like:

  • Personal interests – How about those Ramblers?
  • Personality – Wazzzzzup?
  • Level of engagement – you’

Or external factors like:

  • Environmental changes – I hope you didn’t get the snow like we did…
  • Holidays – Happy Holidays!
  • Recent events – What a Super Bowl!
  • Recent actions – Thank you for signing our petition!

These salutations work because… that’s how real people start conversations. So give it a shot in your next email.

Key Tip: Start a salutation with their name and, if possible, a personally relevant introduction.

Body Copy

The question I get asked most often when it comes to emails is, “how long should our email be?” And in response I twist the classic consultant ‘it depends’ answer a bit to be, ‘however long you need it to be to effectively answer the main value proposition question’:

“If I am your ideal donor, why should I give to you, compared to some other organization, or not at all”

If you can answer that question in a sentence, then great. Your email could be a sentence. If you need 1,000 words, then so be it. Your email can be 1,000 words. But more often than not, your emails need to be a bit longer than you think and our research has shown that again and again.

Because you suffer from something called the curse of knowledge — a marketer’s fatal flaw where we assume the reader knows much of what we know — you end up writing fundraising appeals that quickly go through things like the need and solution — the value proposition — and get to the ask before the reader has have enough info to make a good decision. And since inertia or gravity is going against people giving their money away, they don’t.

Or even if you do spend time trying to answer the value proposition question and featuring something like a matching gift, you may answer it in your own words or language full of acronyms, technical speak, and insider terms that the reader may not even understand.

You have to make sure you have enough content, aka copy, to let the reader know and understand what you’re asking them to do which is often more info as opposed to less. And the only real way to know what your donors respond to or if they get your value proposition is to run tests and experiments.

Donors will tell you they want shorter emails, with less copy, and just the stats. But after looking through over 218 experiments, I can tell you that longer emails, with more copy, and emotive language raises more money.

Key Tip: Before you make a request, make sure there is enough body copy to answer the question why… both for the email and for the request.


Alright, you’ve done the hard work. Someone has opened your email. They’ve read through the main body. Now it’s time to present the call to action and move them on ‘down the funnel’ (or up the donor mountain as we like to say). Be clear. Be direct. Be simple.

Do you want people to learn more? Will they understand what it means to ‘stand with you’? No. You want people to give so make that clear in your call to action. Learn more or ‘soft’ calls to action like ‘stand with us’ language may get more clicks but they’ll often get less donations (here’s one example and here’s another one).

And what about the design of the call-to-action? We’ve already covered that the more designed an email is the more it can appear like marketing so why not use basic links or even raw links like this: https://www.nextafter.com/research/2016/09/how-a-raw-link-in-an-email-affects-donor-conversion/

Key Tip: When you make a call-to-action request, be clear about your desire and intentions.


Remember the very first example with the slight differences that led to a 328% increase in donations? It not only was more ‘you’ focused and personal, it also was full of social cues and emotive language that a real human would use. Check it out:

It is full of emotive words like ‘turn up the heat’,‘desperately’, ‘incredible’, and ‘the fight begins’ but also human terms like ‘I’d be honored’, ‘Would you be able to help’, and the opening ‘I wanted to get this news to you as soon as I could’.

The combination of personal terms and emotive language sets a tone and gives a voice to the email that can engage and entice readers so when they reach the call to action (notice the raw link) they are on board. They’re motivated. They’re ready to join the fight.

Or if you zoom in a bit closer to the CaringBridge example above you may have seen that, beyond the design, we made a few other minor changes around the tone as well. Take a look at the first few sentences of each email a bit closer:

Again, the first email isn’t bad. It starts out fine enough, tries to develop some connection, and gets into a story. Another ‘best practice’.

But in the treatment, we used ‘I’ and ‘you’ language to be more like a human sending an email to another human and create a sense of empathy before jumping into the campaign even without the story ‘hook’.

The tone you have and voice you use through your copy sets the stage not just to lead up to the call to action but helps people put down their ‘I’m getting marketing to’ guard to engage with the content on a more personal and human level.

Key Tip: Read the email out loud and add/adjust content to account for tone/voice so it sounds like it is from a human, and makes you feel something.


People give to people. Not email marketing machines. So best way to optimize your email fundraising is craft your email — from the design and format to the call-to-action — as if you were just one person writing to another.

Take the time and copy length you need to simply describe the value you are offering, don’t let your design distract from your message and connection, infuse some social cues, and clearly ask for a donation if you are indeed asking for a donation.

And just in case you skimmed everything up until now here is the…

5 Ways to Humanize Your Emails Summary

  • Choose an email design that mimics what you would send to a friend.
  • Start a salutation with their name and, if possible, a personally relevant introduction.
  • Before you make a request, make sure there is enough body copy to answer the question why… both for the email and for the request.
  • When you make a call-to-action request, be clear about your desire and intentions.
  • Finally, read the email out loud and add/adjust content to account for tone/voice so it sounds like it is from a human, and makes you feel something.

Good luck!

Author Bio

Brady Josephson is a charity nerd, entrepreneur, digital marketer, professor, and writer. He’s the Vice President of Innovation and Optimization at NextAfter — a fundraising research lab and consultancy on a mission to unleash the most generous generation in the history of the world. Brady lives just outside Vancouver, British Columbia, Canada with his wife Liz, dog Melly, and cat Thor. You can follow him on Twitter @bradyjosephson.

5 Healthcare Fundraising Strategies To Skyrocket Donations

Healthcare fundraising is essential for securing staffing, equipment, and facility upgrades. Exceed your donation goals with these foolproof strategies.

Your healthcare facility works hard to give your community of patients the best care possible, so it’s only fair that you get some of that love and devotion in return — with fundraising!

Healthcare fundraising is instrumental for securing the necessary staffing, equipment, and facility renovations your organization needs to function at maximum capacity.

However, many hospital fundraising teams are, in the dark on how best to rally their supporters and jumpstart a steady flow of donations.

We know how busy your schedules are, so we’ll make this brief: below you’ll find the top five ultimate fundraising strategies that no medical institution can do without!

Let’s take a peek at what’s to come:

  1. Engage healthcare fundraising with corporate philanthropy.
  2. Develop a top grateful patients program for healthcare fundraising.
  3. Host healthcare fundraising meetings about your hospital foundation.
  4. Send targeted healthcare fundraising communications.
  5. Create (and market!) a stellar healthcare fundraising online donation form.

These essential fundraising tactics can save your healthcare facility time, energy, and money so that you can get back to doing what you do best: saving lives!

So take a breather from your daily duties and follow along with us; we promise to make it well worth your while!

Boost your healthcare fundraising by partnering with corporations known for philanthropic work.

1. Engage Healthcare Fundraising With Corporate Philanthropy

Corporate philanthropy has been trending like crazy in recent years, not only to benefit healthcare, nonprofit, education, and other fundraising fields, but also to stir up positive publicity and employee engagement within active companies.

That’s why to get a leg up in your healthcare fundraising feats, it’s always smart to seek a partnership with corporations known for their philanthropic history and variety of giving initiatives.

For healthcare organizations in particular, corporations can give you philanthropic support by:

  • Sponsoring a healthcare-related fundraising event.
  • Promoting their brand on your healthcare fundraising event merchandise.
  • Investing in a capital campaign to raise money for specific hospital needs like new MRI machines or a hiring budget for more nursing staff.
  • In addition, the whole point behind cause marketing is to encourage mutually-beneficial relationships between corporations and fundraising organizations.

For example, the ever-popular Red Nose Day charity collaboration with Walgreens has raised millions of funds to support children in poverty throughout the United States.

On the other hand, if you’d rather team up with a tight-knit community, you can always take inspiration from campaigns like Face of Diabetes which implemented DipJar’s giving kiosks in local Alabama retail stores to encourage credit card donations.

When approaching a corporation for philanthropic support, remember to sell them on a specific cause that’s easier to brand and publicize as well as has a personal connection with the business.

For instance, a company could screen their employees to see if a large percentage of them are affected by a particular health concern or take an employee poll on a medical cause they would be most interested in supporting.

Essentially, the more you frame your pitch to highlight the corporate benefits of your fundraising partnership, the faster you’ll have them on board and committed.

Treat yourself to more phenomenal cause marketing campaigns with our exclusive roundup guaranteed to inspire your healthcare fundraising.

The bottom line: Corporate philanthropy provides an excellent opportunity for you to raise healthcare publicity and funds while shining a positive light on prominent businesses.

Grateful patient programs allow patients to show their gratitude by donating towards healthcare fundraising.

2. Develop a Top Grateful Patients Program for Healthcare Fundraising

Although many hospitals already solicit donations from grateful patients, organizing a program around that specific purpose can do wonders for your healthcare fundraising and donor stewardship.

Grateful patient programs also give patients the opportunity to express their thanks to a physician or facility that played a meaningful role in their treatment.

Not to mention, grateful patient programs can bolster your hospital’s reputation for patient care and attention which in turn can lead to more major donations.

For example, the JFK Medical Center offers an exemplary grateful patient program that allows patients and their families to honor hospital staff, an area of care, or a clinical program with a financial contribution.

In addition, the Boston Children’s Hospital encourages families to honor loved ones with memorial and planned giving opportunities.

While assembling your grateful patient program, consider your answers to the following questions to ensure yours is a success:

  • How will your program be managed? — Develop your program’s prospect research and solicitation pipeline and arrange frequent check-ins with your team members.
  • Who are your grateful patient program team members? — Recruit an integrated healthcare staff including: doctors, nurses, hospital administration, and a development committee with major and planned giving officers.
  • What are your budgetary concerns? — Map out areas of your program that may require more financial need than others.
  • How will you screen prospects and organize donor data? — Invest in top data management software and conduct daily patient screenings to analyze giving factors.
  • What are your recruitment strategies? — Get to know individual patients and work out a personalized solicitation game plan for current and discharged prospects.

Finally, remember to treat your patients as people first and donors second by respecting their healthcare information privacy.

Handle your solicitations with tact by consulting the HIPAA (Health Insurance Portability and Accountability Act) guidelines for getting a patient’s written consent on using their medical data for fundraising or promotional purposes.

For more information on how to launch an influential grateful patient program, master our seven key steps for success!

The bottom line: Curating a powerful grateful patient program can help your hospital efficiently manage prospects and boost healthcare donations.

Support your hospital foundations healthcare fundraising by educating staff and prospects about it.

3. Host Healthcare Fundraising Meetings About Your Hospital Foundation

It’s no secret that when it comes to healthcare fundraising, hospital foundations are essentially your medical institution’s advocates, go-getters, and best friends all rolled into one.

For those of you who may be unfamiliar with the role of a hospital foundation, these nonprofits act independently to generate funds and awareness for local hospital needs. As an isolated entity, these organizations usually have their own fundraising agenda and board of directors separate from the medical facilities they assist.

To give you a better frame of reference, some of the primary duties of a hospital foundation include:

  • Overseeing healthcare donations and hospital endowments.
  • Organizing annual or capital campaigns for general or specific projects.
  • Hosting fundraising events and activities on behalf of a hospital.
  • Providing educational scholarships to up-and-coming healthcare professionals.

Unfortunately, many healthcare patients, donors, and staff are unaware of all the good deeds these important allies perform behind the scenes.

That’s why it’s your obligation as part of your fundraising strategy to give your hospital foundation a hand by hosting informative meetings to showcase their brilliant goals and efforts.

With these meetings or luncheons, your hospital can clarify fundraising options and meet face-to-face with interested prospects. In return, prospects learn more about how to channel their gratitude toward medical programs they’re most passionate about.

From these interactions, hospitals can also determine areas of interest for constructing effective fundraising campaigns or events like charity auctions that address specific healthcare concerns.

The bottom line: Highlight the fundraising efforts of your affiliated hospital foundation with regular, informative donor and prospect meetings.

Tailor your healthcare fundraising strategies by segmenting your donor data.

4. Send Targeted Healthcare Fundraising Communications

Once your medical institution lands a generous donation, you can sever all ties with the donor in question right? The correct answer is “no” but sadly this is often the case for healthcare fundraising teams that fail to prioritize donor stewardship.

That’s why one critical fundraising practice for medical facilities (and all organizations) is to grow prospect and donor relationships by initiating personal healthcare communications.

These exchanges can be a lot easier if your fundraising team segments donors first in your donor management software in order to send only the most valuable information to your loyal supporters.

For example, donors should receive frequent updates on how their gifts have been used to help staff and patients, while prospects should receive news about giving to programs that match their areas of interest (think: a former cancer patient may be particularly interested in supporting a fundraiser for the cancer ward).

Furthermore, former patients should also be informed when their physicians or medical team are honored for fundraising contributions online or at events.

With a variety of digital communications at your fingertips, we aren’t really concerned with which method you choose to reach out to donors. Instead, your main focus should be on connecting donors with your fundraising efforts and, more importantly, emphasizing their value to your organization.

Get the most out of your donor communications by keeping these top tips in mind:

  • Share your healthcare facility’s story or highlight inspiring physician or patient stories.
  • Utilize emotional and eye-catching visual media like photos, videos, and infographics.
  • Provide examples of how a donor’s support directly influenced your healthcare fundraising.
  • Make donors feel a part of something bigger by casting a long-term healthcare fundraising vision.
  • Thank donors as valued members of your team with unique and targeted gestures.
  • Encourage donors to reach out to you with questions or concerns about donating time or funds.

Once again however, take extra care in ensuring all of your healthcare fundraising communications are HIPAA compliant.

The bottom line: Strengthen donor relationships by personalizing your healthcare fundraising updates and endeavors in your direct communications.

Promote healthcare fundraising matching gifts on your online donation forms.

5. Create (and Market!) a Stellar Healthcare Fundraising Online Donation Form

When was the last time your healthcare institution revamped its online donation form? Whether or not it’s been a while, it’s imperative that you understand how much this tool can make or break your healthcare fundraising.

Why Online Donation Forms are Valuable for Fundraising

For starters, online donation forms accomplish a variety of tasks that make your healthcare fundraising efforts outrageously easier like:

  • Reaching a wider audience by offering an accessible and shareable donation option.
  • Collecting donor data to document preferred giving means and average gift amounts.
  • Tracking fundraising results to assess your virtual outreach and completed donations.

In addition, your online donation form can be key to accepting annual fund gifts or capital campaign gifts via a fundraising webpage.

How to Design a Donor-Ready Online Donation Form

When crafting an outstanding online donation form, it’s best to keep the design details as simple as possible to better attract and retain donors such as:

  • Sticking to one page with minimal (yet effective) branding.
  • Limiting the number of steps it takes to complete the form.
  • Optimizing your online donation form for mobile or tablet use.
  • Providing suggested giving amounts to accelerate the process.
  • Allowing donors to share their gifts on social media platforms.

A busy or unresponsive layout can easily deter donors from following through with an online donation. By offering an easy-to-navigate platform and more giving options to fit individual needs, your healthcare institution can make online giving an easy and rewarding donor experience.

How to Attract Corporate Philanthropy With Your Online Donation Form

Once you have a winning design, your healthcare facility can then embed the online donation form into foundation materials like digital brochures, e-newsletters, emails, and more with the URL link.

Better yet, you can even use your online donation form to bring in corporate philanthropy by including a matching gift search tool!

If your healthcare fundraising team is unfamiliar with how to use a matching gift search tool for online donations, don’t sweat it! Simply follow along as we detail the steps for utilizing Double the Donation’s matching gift widget with Mercy Corps:

1. Enter the name of your company employer.

Enter the name of your company employer to discover matching gift opportunities for healthcare fundraising.

Start by searching for your employer to discover whether or not they have a matching gift program in place.

2. If your company is listed, follow the instructions for starting the matching gift process via your online donation form.

Follow your employer's matching gift program instructions to donate towards healthcare fundraising.

Discover your company’s matching gift ratio, types of organizations they assist, and which employees are eligible to participate. You can also review submission deadlines.

3. Click the link to your company’s matching gift request form.

Click the link to your employer's online matching gift form to make a healthcare fundraising donation.

You may have to create an account before you’re allowed to proceed with your virtual matching gift request.

Create a matching gift account with your employer to begin your healthcare fundraising donation.

The bottom line: Make the most of your online donation form with a killer design and matching gift search tool to provide donors the luxury of multiple giving options to your medical institution.

There’s no doubt that healthcare fundraising is a group effort that requires a lot of sweat, creativity, and grit — but with the right fundraising strategy up your sleeve, it can also be fun and rewarding for both your hospital and donors.

Have a blast with your healthcare fundraising by aiming for even bigger donation goals with these powerful tactics!

For more game-changing resources on healthcare fundraising, dive into our additional resources:

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8 Awesome Logo Design Tips for Nonprofits

Imagine you are walking down a busy street in any major city in the United States. You look to your left and see a billboard with a sleek black check mark superimposed over a white background. Without text, without accompanying images, with nothing more than “the Swoosh” you know it’s Nike. All of a sudden your mind is flooded with thoughts of famous athletes, sportswear and you’re uncomfortably aware how long it’s been since you last went to the gym (okay that might just be me). All of this has been accomplished because the Swoosh is so effective that it can now market itself. This is the power of an effective logo.

Your nonprofit’s logo might never be as famous as Nike’s but that doesn’t mean you shouldn’t utilize the same design principles! We at Elevation have come up with 8 essential logo design tips to ensure that your logo is making your organization memorable.

1. Nonprofit Psych Analysis

Try to define your organization in two to three words. For example if you’re an afterschool program maybe you use children and playful. Ask different staff members and others familiar with what you do. You should start with large pool of potential options and then narrow it down to the top 2-3.

If you are stuck, a good place to start is utilizing your mission and revisiting your roots. What do you do and why? The best nonprofit logos encapsulate what they do and invoke with their organization’s values and mission with a simple image.

2. Geographical or Conceptual Elements

Where is your organization located and is its geography something that you want included in your logo? For example if you are a nonprofit located in San Francisco do you want the Golden Gate Bridge to be a part of your logo. If not, also okay, but an important aspect to consider.

The second element you should consider is the logo’s overall concept. For example, is your organization working to promote trash free beaches and you want the concept of water to be a major part of your logo? Maybe the answer is “no” but it’s always worth it to consider before.

3. Type of Logo

There are a few “fancy” logo names graphic designers use. We have included a snip it of an infographic we created here at Elevation about the nonprofit logo design process. Below you see descriptions of symbol/icon, word mark, letter mark, combination and emblem logos with famous examples of each. You can check out the entire infographic here.

4. Color

There is a common misconception that the individual color is extremely important because of the feeling it invokes in the viewer by virtue of being that color. For example, blue has been thought to be a “calming” color. Research has actually shown that the color itself is not as important as how it relates to the product, or in this case, your nonprofit.

Thank goodness we thought about mission and conceptual elements first, right? Using what you’ve already determined about your nonprofit, choosing your logo colors should be a piece of cake!

Take Relief From Cancer for example, an organization that helps provide funding to cancer patients’ families. In their logo they have chosen to use 5 colors, each related to different ribbons corresponding with a type of cancer. The colors here make sense given the mission of the nonprofit.

Another example of great color usage is by Robins’ Nest, an organization which started as a group home movement and has now expanded to provide a plethora of community support programs. The chosen highlight in this logo is the blue text color, which makes sense both because it references the name of the organization but also because the pop of color is reminiscent of playfulness.

5. Memorable

In a piece for Entrepreneur magazine, John Williams argues that if you can’t draw a logo with decent accuracy after looking at it for 10 seconds, there’s something wrong. We completely agree. Use this to test different logo options that you have.

If your logo failed the above mentioned test, then you are going to want to simplify. Clean lines, conscious color choice and consistent type are all important aspects that go into the creation of a simple and effective logo.

6. Timeless

What will your logo look like in 5 years? While you want to be conscious of current design trends, remember that not all trends are forever. Sticking with a classic font and using the age old principles of design will ensure that your logo will remain relevant for years to come. This is not to say that you will never have to look at your logo again.

For example think about the evolution of Coca Cola’s logo. This is widely considered one of the best logos in the world and has undergone many changes throughout the years. But because it was created with strong design principles in mind, the initial looks a heck of a lot like the current version .

7. Consult a Designer

We know that graphic designers can be expensive, but investing in someone to design your nonprofits logo is definitely worth it. While we are harping on simplicity the most effective logos in the world are also extremely unique.

Check out Apple’s logo above. This iconic logo was created by Rob Janoff, a graphic designer, and it is extremely simple. But when Janoff describes the process of creating the logo, he explains that he did a ton of research buying apples from the store and manipulating them in different ways until he finally arrived upon “the bite.” It’s clear that his expert analysis went into the creative process, proving the value in hiring a graphic designer. They are creative individuals who will deliver the logo your nonprofit needs.

So there it is — eight essential design tips for your nonprofit’s logo. At Elevation,we are always here to answer any questions you have and help you nail down that design. And who knows, maybe one day people will be daydreaming about donating to your nonprofit when they see a billboard with your nonprofit’s logo.

Author Bio

Emma Wolfe is the Communications and Partnerships Manager at Elevation, a full-service nonprofit web design agency. Emma has been involved in the nonprofit world for years working at multiple NGOs located both in the United States and abroad. Her experience ranges from refugee occupation counseling to empowerment programs for youth in West Africa. When she isn’t traveling Emma loves doing yoga and trying new food.

MobileCause Matching Gift Integration with Double the Donation

Does your nonprofit use MobileCause for your online donation forms? Are you looking to incorporate matching gift information into both your MobileCause donation pages as well as across your organization’s broader fundraising?

If so then this guide is for you.

Double the Donation’s Relationship with MobileCause:

MobileCause is a popular provider of donation forms and fundraising tools for nonprofits.

Double the Donation is the leading provider of employee matching gift data and tools to nonprofits.

This guide was put together to help organizations who use MobileCause’s donation forms incorporate Double the Donation’s employee matching gift plugin into their fundraising pages and into their primary websites.

Please note that MobileCause and Double the Donation are two separate companies.

Steps to Integrate Double the Donation’s Matching Gift Search Tool with MobileCause:

At risk of stating the obvious, the below steps and screenshots are applicable to organizations which already have an account with Double the Donation (Premium Plan) and MobileCause.

If you don’t have an account with Double the Donation you can learn more about our service or view our annual service fees and start a risk-free trial.

In terms of integrating Double the Donation’s matching gift search tools into your nonprofit’s fundraising strategy there are two primary options.

  1. In the Donation Process (Use MobileCause’s system)
  2. Across Your Other Fundraising Channels (Use your other systems)

Let’s start by looking at how to incorporate Double the Donation’s plugin into MobileCause’s donation forms.

Step #1: Log into your organization’s MobileCause account. Then select “Weblink” under the “App Links” drop down.

MobileCause Integration - Select Website Donation Forms


Step #2: Add a Custom Section to your website donation form

MobileCause Matching Gift Integration - Add Custom Section


Step #3: Name the Custom Section “Matching Gifts” and position it after the contact information.

MobileCause Matching Gift Integration | Name and Position Custom Section



Step #4: Navigate to the Matching Gift Section and enter a Section Heading. We recommend “Matching Gifts | Access Forms, Guidelines, and Instructions”.

MobileCause Integration - Enter a Matching Gift Section Heading


Step #5: Create a Custom Message field.

MobileCause Matching Gift Integration | Add Custom Message Field


Step #6: Add a Field Name of “Matching Gifts” and click on the <> to switch to the source code mode.

MobileCause Matching Gift Integration | Switch to Source Code Editor


Step #7: Copy/paste the Double the Donation iframe code from your Double the Donation account management portal into the text box. Please note, you need to use the iframe code option not the standard HTML / Javascript embed option.

MobileCause Matching Gift Integration | Add Double the Donation IFrame Code

We recommend you set the height to be 250. You’ll need to change height=”500″ to height=”250″.


  • Access your nonprofit’s matching gift iFrame code by logging into your Double the Donation account at https://doublethedonation.com/members/.
  • Copy the iFrame code from your Double the Donation account and paste it into the weblink receipt page.
  • The code will look similar to the following:
    <iframe src=“https://doublethedonation.com/api/iframe/your-double-the-donation-key” width=“100%” height=“250”></iframe>
    (Don’t forget to that you need to copy the iframe code from your Double the Donation account)


Step #8: Save everything and preview your MobileCause donation form.

And voila!

Your donation form now incorporates Double the Donation’s searchable matching gift database so donors can easily access company specific matching gift forms, guidelines, and instructions.

MobileCause Donation Form with Double the Donation Matching Gift Plugin



Please note: We recommend going through the donation process once on your website to confirm everything is working correctly.


Next let’s look at how to incorporate Double the Donation’s matching gift plugin across your broader fundraising

Step #1: Create a dedicated matching gift page on your main website.

Create a dedicated matching gift page on your own website

This is all done by using Double the Donation’s primary matching gift plugin which can be found in your organization’s Double the Donation account management pages. You’ll want to use the following steps:

  1. Log into your Double the Donation account
  2. Access the embed code
  3. Copy the embed code to the dedicated matching gift page on your own site
  4. Our searchable plugin will automatically load

Add Our Matching Gift Search Directly to Your Own Website

Step #2: Direct donors to your dedicated matching gift page across your broader fundraising efforts.

Create a dedicated matching gift page on your own website

This includes in locations such as:

For our complete marketing toolkit which includes suggested marketing locations, downloadable graphics, sample wording, and examples visit https://doublethedonation.com/marketing-matching-gifts/.

Have Questions?

Use one of the following ways to learn more about Double the Donation’s service: